Camelot Gambles on Euro-Lotto

Article excerpt

A new pan-European lottery could be launched in 2005 under plans by the lottery operator Camelot to reinvigorate interest in the flagging game.

Camelot is unveiling ambitious plans to restore the lottery's fortunes tomorrow with new games, a rebranding exercise for the main draw, a major jackpot competition tied to the Golden Jubilee in June and proposals to launch internet-based scratch cards later this year.

The rebranded main draw on Wednesday and Saturday will be called "Lotto", and the familiar blue crossed-finger logo is to be revamped. A TV advertising campaign will be fronted by Billy Connolly.

Backed by an pounds 82m budget, Camelot will overhaul its marketing strategy by targetting 18-year-olds, wealthier A/B consumers and lapsed players. At its peak in 1997, more than 80 per cent of Britons played regularly, compared to 60 per cent now.

But the operator has also firmed up its proposals to launch a cross-border European lottery in partnership with the French in three years' time.

Dianne Thompson, Camelot's chief executive, told The Independent on Sunday that talks with the French operator were well advanced. …